TALKING POINT

The line between being a pro rider and a social media personality is a sketchy one to shred. Can you be just a racer/freerider/adventurer, or do you also need to be a web sensation – and what impact is that having?

Love or hate it, having a social media presence is now essential for any mountain biker looking for sponsors. Even if you’re podiuming at races, your follower stats can be all-important in scoring that new ride or fancy kit. Earlier this year, veteran Canadian XC star Geoff Kabush posted some thoughts on his Instagram feed, saying: “I hope there’s still room for young athletes who have performance goals without follower or subscriber goals. Not everyone is cut out for the online drive and pressure. As an introverted, quiet young athlete, I’m not sure I’d have survived if I was just starting in sport these days.” The response was overwhelmingly positive, with the likes of EWS stars Richie Rude and Jared Graves adding their support, but the post caused Kabush’s account to be suspended, demonstrating just how volatile social media and its AI-led algorithms can be. We decided to chat with some big names, old and new, to get their thoughts on the impact of Instagram, YouTube, TikTok and their ilk on mountain biking, and discuss the pros and cons of these social networks.

JOHN TOMAC

Early MTB legend & father of MX star Eli Tomac

959k 14k (Eli’s followers)

“Things are similar to when I was racing in a lot of ways, but the social media thing is just a whole new ball game. That side of marketing is so different to how it used to be. I’m really happy that I didn’t have to deal with that, because I wouldn’t have liked it. [Fortunately] if you’re a championship contender like Eli, the emphasis is more on winning and not so much on how many followers you have – although he has nearly a million!”

SCOTT JACKSON

Marketing guru at Specialized

1.4m (Specialized’s followers)

“On the racing side, our goal has always been to win iconic events as a performance-driven brand. We do look at the athletes’ social media presence, but that’s not the deciding factor; it’s just a small part of the value they can bring to us. Specific to our social media ‘ambassadors’, we see the value in having a diversity of perspectives to draw from. While racing is an important facet of riding a bike, it’s not the only one. We seek out interesting people doing interesting things on two wheels, no matter how fast they are. The value in having a presence on any platform is in the dialogue we create with brand fans and in the value we bring to their feeds.”

GEOFF KABUSH

Olympian & former Canadian XC champ

21k 12k

“There’s been a massive change in the expectations companies have. Social media is part of the job of a modern athlete, but I have concerns about its perceived importance and the effects on mental health. AI still isn’t that smart when determining real interaction – and it’s a long way from determining marketing value. Building personal relationships and credibility in the sport is far more important than online metrics, and marketing departments are starting to realise that personal judgment is the most powerful tool, too.”

GEOFF GULEVICH

117k 136k Pro freerider

“Athletes were the original influencers. However, they were pushing their sport, their goals and achievements. The big difference comes when people begin shamelessly plugging irrelevant products or content. I only share my two passions – cycling and skiing – and the odd post with family. I do tons of productions, magazine shoots and online stories for all of my supporters. A lot of it seems to be going to YouTube, especially with the ongoing pandemic. Aside from that, traditional media still plays a large role, with social being the new day-today news platform.”

MANON CARPENTER

DH world champ turned MTB ambassador

87k 77k

“As with most things, social media has positives and negatives. It’s a great way for individuals to raise their profile, define their own image, and share and seek inspiration from others. But it can also absorb a lot of your time, distract from the real reasons for getting outdoors and damage your self-confidence, if you’re not careful. Expectations from sponsors vary, depending on the company. I think the best use of social media, in sponsorship terms, is when brands choose athletes and ambassadors who represent their values, and provide opportunities to show this. Simply using an athlete’s reach as an extension of advertising space rarely feels authentic or particularly effective. Also, as with most things, it takes some thought to do it well.”

HARRY SCHOFIELD

12-year-old BMX, freeride & DH sensation
64k 6k

“Social media is a useful tool, but can be a distraction! It’s good to stay connected with like-minded people. There are lots of positives, with good comments, etc, but don’t let it go to your head because it can quickly go the other way. I’ve had nasty put-downs, but they’re few and far between. It helps to get sponsors, as I’m still young and race results don’t matter too much yet.”

HANSREY

Original MTB superstar & master self-marketer
59k 31k

“Social media is valuable, but overrated. It’s good for athletes to communicate with fans and endorse sponsors, and I enjoy the personal messages people leave – often about ‘real’ impressions made one, two or even three decades ago, through traditional media. I don’t think social media has that kind of longevity. The impressions are often forgotten within days, hours or even minutes. There’s also too much room for misinformation and fraud. I agree that social media and online platforms are the most important nowadays, but they often reach the same old audience. Other media forms, like print and TV, bring a lot different of value to the table.”

TRACY MOSELEY

Multiple-time enduro and DH world champ
31k x48k

“Social media brings with it so much more work and stress. Everything is instant these days, and the need for information and content is a never-ending cycle, which can be really tiresome. The younger generation can never switch off and get away from the spotlight – every ride has to be documented with photos and video, and can’t just be enjoyed. On the flipside, not everyone can be a successful racer, and if you’ve got the right connections and a good personality, you can now make a living in the sport as an influencer and role model. That wasn’t an option before, and these people may be more in touch with, and appeal more, to normal people. The best racers aren’t always the best ambassadors and salespeople for a brand.”

JOEL ANDERSON

UK DH racer and freerider
32k

“I use social media to share what I’m enjoying and give people a taste of what I’ve been doing. Brands expect me to be seen using their equipment and showing how capable it is. I feel very lucky to be using products I’m excited to use. I’d consider all of it the best possible equipment for that job. Social media has positives and negatives; I really enjoy using it in a constructive way and it gives me a lot of inspiration. I’d trust myself to quit it if it ever became a drag.”